Rihanna, a prominent figure in fashion and music, appears to be concluding her extensive association with Puma. Recent sightings of her wearing Nike x Jacquemus Moon Shoes suggest a new direction in her brand affiliations. This change occurs amidst a backdrop of Puma's efforts to expand its presence in North America through collaborations with notable musicians, a strategy that has seen mixed results.
For more than ten years, the German sportswear giant, Puma, has strategically enlisted famous musicians to bolster its North American market share. Artists such as Megan Thee Stallion, The Weeknd, J. Cole, and the late Nipsey Hussle have all partnered with the brand. Notably, Jay-Z was appointed creative director of their basketball division around 2018, though this alliance reportedly dissolved quietly around 2024. In a recurring pattern, these significant shifts in partnerships often unfold without formal announcements, exemplified by Jay-Z's sudden appearance in Nike's 'Swooshes'. Amidst these fluctuating collaborations, A$AP Rocky and Rihanna have emerged as the most consistent celebrity endorsers for Puma.
While A$AP Rocky maintains his collaboration with Puma, frequently releasing co-branded collections as part of his expanding fashion ventures—which also include his role as creative director for Ray-Ban—Rihanna was the initial trendsetter for these high-profile endorsements. Beginning her association with Puma in 2014, she has intermittently represented the brand for over a decade. Beyond her role as an ambassador, she launched several sneaker collaborations through her own brand, Fenty. However, recent reports indicate that Rihanna's contract with Puma has concluded, and she swiftly adopted a rival brand's footwear.
This week, Rihanna was observed in New York City sporting the highly sought-after Nike x Jacquemus Moon Shoe. This sleek, minimalist 'torpedo' style sneaker resulted from a 2025 collaboration between Nike and the French fashion house, revitalizing the original Nike design with a refined nylon finish. Available in classic black, white, and red, with a subsequent release in brown and blush pink in 2026, these shoes have become a favorite among celebrities like Jacob Elordi, Bradley Cooper, and Alysa Liu. Rihanna's choice to wear them immediately after her Puma contract expired underscores her influential status as a style icon who has shaped popular culture for two decades.
Rihanna's departure represents a considerable setback for Puma, as their high-profile celebrity partnerships frequently fail to meet expectations. Jay-Z's involvement with their creative board did not generate the anticipated returns, Megan Thee Stallion is now linked with Nike, and J. Cole's signature basketball sneaker did not establish a lasting presence in the NBA. Although Nipsey Hussle's clothing line, TMC, continues its collaboration with Puma, it recently partnered with Adidas—a major competitor—on a shoe with James Harden. The critical question now for Puma is: who will they collaborate with next to gain substantial momentum in the realm of cultural crossover marketing?